Blue Cross And Blue Shield Association Names 'Best Of Blue' In Marketing And Communications

May 15, 2008

CHICAGO – The Blue Cross and Blue Shield Association (BCBSA) announced 10 Blue Cross and Blue Shield company programs as 2008 Best of Blue® Marketing and Communications winners.

In its 12th year, the Best of Blue Marketing and Communications Award program honors Blue Cross and Blue Shield companies for innovative marketing, communications, public relations and sponsorship programs that improve the quality and value of the healthcare system by empowering our members and promoting health and wellness.  As leaders in the healthcare community for nearly 80 years, the Blue Cross and Blue Shield System is committed to working with all stakeholders in an effort to make quality healthcare affordable and accessible to all Americans.

"We congratulate the winning Blue Cross and Blue Shield companies for designing and implementing campaigns that are successful in empowering consumers to make informed healthcare decisions," said Jennifer Vachon, BCBSA vice president, brand strategy and marketing services.  "Additionally, we're pleased that several winning programs promote health and wellness and healthy lifestyles, which are cornerstones to achieving a healthcare system that provides quality, value and access."

Best of Blue Marketing and Communications Award entries were judged on program planning, strategy and creative execution in categories that reach out to our three key stakeholders:  consumers, employers and providers.

The 2008 Best of Blue Marketing and Communications Award winners are:

Consumer Category – Consumer-focused campaigns that promote products, services, consumer engagement or the Blue Cross and Blue Shield Brands to members, potential members, and Blue Cross and Blue Shield employees.

• Engagement and Education:  Regence BlueCross BlueShield in Oregon, Utah and Washington – Latino Marketing (Best of Show)
• Community Relations:  Anthem Blue Cross and Blue Shield in Virginia – Anthem LemonAid
• Consumer Marketing:  Blue Cross and Blue Shield of North Carolina – New Visual Identity
• Open Enrollment:  Blue Cross and Blue Shield of Oklahoma – Federal Employee Program
• Public Relations:  Anthem Blue Cross and Blue Shield – Member Health Index
• Target Marketing:  Blue Cross and Blue Shield of Minnesota – Direct-to-Consumer New Product Promotion for Simply Blue

Employer Category – Employer-focused campaigns that target business decision-makers and promote products, services, information-sharing or brand promotion.

• Business-to-Business Marketing:  Blue Cross Blue Shield of Michigan – Healthy Blue Living (Best of Show)
• New Account Marketing:  Excellus BlueCross BlueShield – HealthyBlue
• Government Business:  Blue Cross and Blue Shield of Texas – Federal Employee Program

Provider Category – Provider-focused campaigns that promote products, services and transparency among Blue Cross and Blue Shield providers and potential providers.

• Provider Relations and Patient Education:  Excellus BlueCross BlueShield – Generics are REAL (Best of Show)

Since 1998, BCBSA has recognized more than 100 Blue Cross and Blue Shield company programs as winners, showcasing the companies’ continued innovation and dedication to improving our nation’s healthcare delivery system.